Beruflich Dokumente
Kultur Dokumente
Kunzelman Kommunications
Tuck and Tape
160 Princess Street
Winnipeg, MB R3B 1K9
Melanie
Lee
Lockhart
160
Princess
Street
Winnipeg,
MB
R3B
1K9
Dear
Ms.
Lee
Lockhart:
I
present
to
you
the
proposal
for
the
promotion
of
Tuck
and
Tape
magazine.
This
proposal
will
explain
in
detail
the
work
that
needs
to
be
put
forth
in
order
to
achieve
the
goal
of
selling
Tuck
and
Tape,
and
raising
awareness
of
issues
involving
the
Winnipeg’s
transgender
community.
This
proposal
explains
the
strengths,
weaknesses,
threats,
and
opportunities
that
lay
ahead
throughout
the
promotion
process.
Once
we
know
these,
we
can
break
down
the
target
audiences.
After
the
target
audiences
are
explained
in
detail,
the
desired
outcomes
will
be
explained.
Once
these
components
are
recognized,
then
various
strategies
will
be
put
in
place.
An
example
of
a
strategy
we’ll
use
is
a
meet
and
greet
with
Jinx,
a
local
drag
queen
that
will
be
present
at
Tuck
and
Tape’s
booth
during
the
RRC
magazine
fair.
Partnerships
with
local
LGBTTQ
organizations
will
also
be
made
to
ensure
support
for
the
magazine
in
Winnipeg.
A
rational
will
follow
for
you
to
understand
the
choices
of
the
strategies
that
have
been
carried
out
for
the
audiences.
A
budget
has
also
been
supplied
in
order
to
gain
perspective
on
the
cost
and
time
involved
with
the
promotional
process.
I
am
confident
that
this
proposal
will
provide
you
with
the
results
you
were
looking
for.
I
look
forward
to
discussing
this
opportunity
with
you
in
person.
Please
contact
me
at
(204)
688-‐7258
to
set
up
a
meeting
or
if
you
have
any
questions.
Thank
you
for
your
time.
Sincerely,
Laura
Kunzelman
Public
Relations
Officer
laura@kunzelman.ca
1
Magazine
Trade
Fair
Proposal
Laura
Kunzelman
Public
Relations
Officer
Kunzelman
Kommunications
160
Princess
Street
Winnipeg,
MB
R3B
1K0
laura@kunzelman.ca
Submitted
April
1,
2011
Submitted
to
Melanie
Lee
Lockhart
2
Executive
Summary
Kunzelman
Kommunications
has
created
a
proposal
that
will
show
how
to
successfully
promote
the
magazine
Tuck
and
Tape.
The
main
goal
of
this
campaign
is
to
create
publicity
around
Tuck
and
Tape
so
we
can
sell
copies
of
the
magazine,
and
to
create
awareness
of
transgenderism.
The
proposal
begins
with
the
situation
analysis,
which
explains
the
strengths,
weaknesses,
threats,
and
opportunities
that
are
present
in
the
promotion
of
Tuck
and
Tape.
This
section
is
designed
to
show
what
will
work
and
what
won’t
work
towards
the
success
of
the
magazine.
The
next
step
is
to
figure
out
the
audience
that
would
be
best
to
target.
In
this
proposal,
the
primary
audience
are
members
of
the
transgender
community.
There
are
also
two
secondary
audiences:
trans
support
groups,
that
influence
the
primary
audience
and
the
media.
The
secondary
audience
is
familiar
with
the
subject
matter
of
Tuck
and
Tape
and
have
a
vested
interest
in
transgenderism,
either
they
work
in
the
field
or
have
a
friend
or
family
member
that
is
transgender.
The
other
secondary
audience,
local
and
social
media,
is
able
to
reach
a
large
number
of
Winnipeggers.
Local
media
plays
a
part
in
influencing
the
city
on
local
news,
and
social
media
sites
like
Twitter
and
Facebook
are
a
good
place
to
receive
and
share
news.
Once
the
target
audiences
have
been
established,
desired
outcomes
for
these
groups
are
created;
the
desired
outcomes
for
the
various
target
audiences
will
vary
since
they
gave
different
interactions
involving
the
transgender
community.
We
have
come
up
with
measurable
outcomes
for
each
audience
so
we
can
evaluate
how
successful
we
were
at
reaching
out
audiences.
A
rationale
has
been
created
to
explain
our
reasoning
behind
strategies;
it
shows
the
steps
we
plan
to
take
when
producing
successful
strategies.
A
preliminary
budget
is
supplied
to
show
the
cost
and
time
that
is
needed
to
make
a
promotion
successful.
The
budget
is
broken
down
into
item,
hours
it
will
take
to
complete
the
task,
and
the
cost
in
dollar
amounts.
Everything
that
is
needed
in
preparation
of
the
magazine
fair
and
launch
are
included.
An
evaluation
is
then
done
for
the
target
audiences
to
show
how
all
outcomes
will
be
measured
to
ensure
success.
The
final
portion
of
the
proposal
is
the
appendix,
which
shows
a
news
release
that
is
to
be
sent
out
to
the
media
prior
to
the
magazine
fair.
The
news
release
will
be
used
to
target
the
local
media
in
order
to
bring
attention
to
Tuck
and
Tape.
Each
section
in
this
proposal
is
needed
to
ensure
a
successful
promotional
campaign
for
Tuck
and
Tape
and
for
us
to
understand
what
the
intended
promotion
entails.
3
Table
of
Contents
1. Table
of
Contents
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Page
4
2. Purpose
Statement
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Page
5
3. Situation
Analysis
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Page
6
4. Target
Publics
/
Analysis
/
Desired
Outcomes
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Page
8
5. PR
Strategy
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12
6. Rationale
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Page
16
7. Preliminary
Budget
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Page
18
8. Evaluation
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Page
19
9. Appendix
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21
News
Release
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Page
21
4
Purpose
Statement
To
create
a
strategic
marketing
plan
in
order
to
sell
the
magazine,
Tuck
and
Tape,
to
the
general
public,
specifically
targeting
Winnipeg’s
transgendered
community,
and
create
awareness
of
issues
concerning
the
transgender
community.
5
Situation
Analysis
The
situation
analysis
part
of
my
strategic
public
relations
plan
will
examine
the
environment
in
which
the
planned
communication
is
to
take
place.
The
situation
analysis
below
looks
at
the
internal
strengths
and
weaknesses
and
the
external
opportunities
and
threats
in
the
external
environment
present
when
launching
Tuck
and
Tape.
In
these
sections,
the
situation
analysis
will
be
used
to
envision
Tuck
and
Tape
in
its
future
marketplace.
What
are
the
strengths
of
our
magazine?
§ There
is
no
magazine
in
Winnipeg
that
caters
to
the
transgendered
community.
There
is
Outwords
magazine,
but
they
put
a
strong
focus
on
gay
and
lesbian,
and
not
so
much
transgender.
§ The
editorial
board
of
Tuck
and
Tape
all
has
friends
in
the
LGBTTQ
community.
This
will
be
helpful
in
deciding
content.
§ Topic
wise,
Tuck
and
Tape
is
sustainable.
There
are
resources
available
to
my
group
that
many
possible
article
ideas
can
stem
from.
§ The
target
demographic
for
Tuck
and
Tape,
18-‐25,
has
disposable
income.
§ The
topic
of
Tuck
and
Tape,
the
transgendered
community,
has
momentum.
§ The
editorial
board
knows
the
market
because
we
live
in
Winnipeg.
What
are
the
weaknesses
of
our
magazine?
§ The
editorial
board
members
are
straight
with
no
first-‐hand
knowledge
of
being
transgendered.
§ An
online
version
of
Tuck
and
Tape
won’t
be
available.
§ We
have
limited
staff
due
to
the
fact
that
there
are
only
four
of
us
in
the
group.
§ Because
Tuck
and
Tape
won’t
come
out
monthly,
it
won’t
be
up-‐to-‐the-‐minute
information.
§ Our
group
has
never
put
on
a
launch
event,
so
there
is
a
definite
lack
of
experience.
§ Since
we
will
be
paying
for
the
magazine
out-‐of-‐pocket,
we
have
a
limited
budget.
§ All
group
members
are
new
to
developing
a
magazine,
so
we
are
going
to
have
to
learn
as
we
go.
What
opportunities
exist?
§ There
is
no
magazine
in
Winnipeg
that
caters
to
the
transgendered
community.
There
is
Outwords
magazine,
but
they
put
a
strong
focus
on
gay
and
lesbian,
and
not
so
much
transgender.
6
§ New,
related
businesses
are
opening
in
Winnipeg
and
events
are
being
held.
This
may
mean
that
the
interest
for
a
magazine
such
as
ours
is
growing.
§ We
believe
that
the
transgendered
community
is
a
niche
audience
and
targeting
a
magazine
like
this
towards
them
is
an
opportunity
for
success.
§ The
demographic
we
are
targeting
is
one
with
disposable
income.
§ Characteristics
of
the
target
market
can
help
with
our
magazine.
There
are
opportunities
that
can
help
us,
like
the
gay
pride
parade.
§ There
are
groups
that
exist
in
Winnipeg
that
could
help
with
the
distribution
of
Tuck
and
Tape.
Groups
such
as
the
LGBTTQ
community
and
gay
support
groups.
§ The
opportunity
exists
to
utilize
social
media
to
promote
Tuck
and
Tape.
We
could
potentially
make
use
of
blogs,
Twitter,
and
Facebook
to
get
our
message
out.
§ As
the
only
magazine
targeted
to
the
transgendered
community,
Tuck
and
Tape
can
raise
awareness
and
shed
light
on
the
fact
that
being
transgendered
may
not
be
socially
acceptable.
We
would
like
to
raise
awareness
so
it
becomes
discussed
more
and
not
something
that
gets
pushed
to
the
side
because
it
is
seen
as
a
taboo
subject.
What
are
the
threats?
§ Opposing
interest
groups
such
as
religious
organizations
may
be
opposed
to
having
a
transgendered
magazine
in
their
community.
This
could
lead
to
negative
press,
or
the
magazine
being
unsuccessful.
On
the
other
hand,
this
could
end
up
being
a
positive
thing
if
the
press
generated
raises
awareness
of
Tuck
and
Tape.
§ The
topic
of
transgenderism
can
be
a
sensitive
topic,
and
we
have
to
be
respectful
in
our
approach,
research,
and
writing
style.
§ If
Tuck
and
Tape
doesn’t
catch
on
for
whatever
reason
and
fizzles,
failure
is
a
definite
threat
to
our
magazine.
§ Competition
such
as
Twitter,
Facebook,
newspapers,
other
magazines,
television,
and
radio
are
all
competition
and
pose
the
threat
of
scooping
up
readers.
§ At
the
magazine
fair
in
March,
there
will
be
direct
competition
from
the
other
kiosks,
and
there
is
a
risk
that
Tuck
and
Tape
could
be
overlooked
by
attendees.
§ Weather
could
play
a
role
in
how
many
people
come
to
the
magazine
fair,
directly
affecting
the
turnout.
7
Target
Audience
and
Analysis
Primary
Audience:
the
transgender
community
The
primary
audience
for
Tuck
and
Tape
would
be
the
transgender
community
in
Winnipeg
between
the
ages
of
18
and
30.
This
group
will
enjoy
an
alternative
magazine
such
as
ours
because
it
is
directly
related
to
their
way
of
life.
This
particular
audience
is
active
(aware,
concerned,
ready
to
roll).
Below
is
a
list
of
characteristics
that
define
these
particular
individuals:
§ 18-‐30
years
old
§ Transgendered
individuals
and
active
in
the
LGBTTQ
community
§ Have
disposable
income
§ Enjoying
reading
stories
about
other
transgendered
individuals
and
are
interested
in
sharing
some
of
their
stories
§ Educated
This
audience
will
be
reached
in
various
ways,
including
getting
to
them
where
they
hang
out
and
through
the
media
they
consume.
Places
that
members
of
the
transgendered
community
might
be
found
are
organizations
such
as
the
Rainbow
Resource
Centre,
Gio’s,
and
LGBTTQ
clubs
throughout
Winnipeg.
Online,
our
target
audience
would
frequent
social
media
websites
such
as
Facebook
and
Twitter,
they
would
also
be
likely
to
browse
blogs
and
forums.
We
can
reach
this
audience
through
the
media.
Media
that
this
audience
might
consume
are
newspapers,
magazine,
bulletin
boards,
newsletters,
meetings,
the
internet,
and
the
radio.
Members
of
this
audience
might
consume
media
from
television
and
radio
stations
like
Citytv,
CTV,
Global
TV,
KICK-‐FM,
CJUM-‐FM,
HOT
103,
Power
97,
and
QX
104.
As
well
as
from
local
papers
such
as
the
Winnipeg
Free
Press,
Winnipeg
Sun,
The
Uniter,
and
The
Projector.
Tuck
and
Tape’s
audience
would
typically
attend
a
post-‐secondary
institution
or,
as
young
professionals,
work
during
the
day,
so
if
our
magazine
wanted
to
target
them
during
the
day,
we
would
do
it
over
the
Internet.
In
order
to
target
the
audience
in
the
evening
or
at
night
we
would
target
them
at
home
through
television,
radio,
online,
or
newspapers,
or
at
popular
hangouts
for
members
of
the
LGBTTQ
community
such
as
Gio’s
or
LGBTTQ
centres
like
the
one
at
The
University
of
Winnipeg.
Secondary
Audience:
trans
support
groups
Tuck
and
Tape
will
appeal
to
the
secondary
audience,
who
are
also
aware,
because
it
connects
them
with
the
primary
audience.
The
secondary
audience
for
Tuck
and
Tape
would
be
trans
support
groups
such
as
their
friends,
family
members,
supporters
of
transgendered
8
individuals
and
the
LGBTTQ
community.
They
are
not
our
primary
audience,
but
they
will
be
likely
to
buy
Tuck
and
Tape.
I
have
chosen
this
group
as
the
secondary
audience
because
they
have
influence
over
the
primary
group.
I
have
also
selected
them
as
the
secondary
audience
because
they
will
help
grow
the
total
number
of
magazines
sold.
The
people
in
the
secondary
audience
have
a
lot
of
the
same
characteristics
of
the
primary
audience.
The
difference
is
that
the
primary
audience
is
transgendered
and
the
secondary
audience
is
not.
The
secondary
audience
will
be
larger
than
the
primary
audience
so
it
is
a
good
idea
to
target
them
because
they
have
the
ability
to
influence
the
primary
audience.
People
listen
to
their
friends,
and
family
members
and
if
they
referred
their
friend
or
family
member
to
the
magazine,
they
might
take
their
advice.
The
secondary
audience
is
very
important
to
Tuck
and
Tape’s
success
because
of
their
influence
on
the
primary,
making
them
an
important
part
of
the
plan.
It
is
also
valuable
to
target
this
group
because
they
will
create
a
buzz
for
our
magazine
and
will
be
able
to
generate
marketing
on
their
own.
This
audience
can
be
reached
on
university
and
college
campuses,
through
city
newspapers,
and
through
Twitter,
blogs,
forums,
and
Facebook.
These
will
help
me
to
reach
my
audience
because
this
audience
is
one
that
is
likely
to
attend
post
secondary
institutions,
read
newspapers,
and
be
active
in
the
online
and
social
media
community.
Additional
Secondary
Audience:
the
media
The
additional
secondary
audience
is
local
media
who
have
the
ability
to
influence
both
my
primary
and
secondary
audiences.
This
media
has
the
ability
to
reach
large
crowds
in
various
ways
and
relay
news,
whether
it
is
positive
or
negative,
to
the
public.
The
media
is
an
aware
(unconcerned,
aware)
audience.
Editors
from
Tuck
and
Tape
will
make
use
of
social
media
when
contacting
the
media
by
sending
messages
via
Facebook
and
Twitter.
We
will
also
send
news
releases
and
pitch
emails
to
media
outlets
such
as
Winnipeg
newspapers
and
radio
stations.
Desired
Outcomes
The
desired
outcomes
for
the
primary
audience
are
as
follows:
• Make
Tuck
and
Tape
known
to
the
transgender
community
and
for
them
to
buy
Tuck
and
Tape.
o Some
of
the
audience
members
may
need
support
as
they
transition
and
Tuck
and
Tape
will
allow
them
to
read
about
other
people
in
similar
situations
that
reside
in
and
around
the
city
they
live
in.
9
o Some
of
the
audience
may
need
to
be
educated.
Discovering
whether
you
may
or
may
not
be
transgendered
can
be
very
upsetting
and
confusing,
having
a
magazine
that
portrays
transgendered
individuals
in
a
positive
light
could
be
helpful
to
individuals
that
are
discovering
more
about
themselves
and
who
they
are
and
want
to
be.
o This
audience
will
want
to
read
a
magazine
such
as
this
because
they
can
directly
relate
to
the
content.
o Make
this
audience
aware
is
they
are
not
already
that
being
transgendered
isn’t
a
bad
thing
and
shouldn’t
be
treated
as
such.
o Make
it
known
to
the
transgender
community
that
there
are
support
groups
that
they
can
be
a
part
of
that
will
help
them
with
transitioning,
give
support,
and
provide
answers
to
major
questions.
o We
can
measure
whether
or
not
Tuck
and
Tape
is
reaching
the
transgender
community
by
having
a
survey
inside
the
magazine
that
can
be
sent
in.
The
incentive
for
making
people
wan
to
send
in
a
survey
would
be
they
would
be
entered
to
win
a
prize.
A
prize
for
an
example
is
a
gift
basket
from
Love
Nest.
An
important
question
to
ask
on
the
survey
is
whether
or
not
they
identify
as
trandgender,
that
way
we
know
if
our
readership
includes
members
of
the
transgender
community.
• Making
Tuck
and
Tape
known
to
the
transgender
community
can
be
done
by
poster
placement,
through
news
releases
and
pitch
letters
to
the
media,
through
social
media,
and
by
partnering
with
an
organization
that
is
known
for
their
support
of
the
transgendered
community.
How
this
will
be
done
will
be
outlined
in
PR
Strategy
(communication
and
action)
section
of
this
proposal.
On
the
same
survey
as
mentioned
above,
a
question
would
be
where
they
heard
about
Tuck
and
Tape.
This
way
we
know
whether
or
not
the
posters
were
effective.
• Knowledge.
We
want
people
to
know
that
our
magazine
exists
and
that
it
contains
information
about
transgender
lifestyles.
We
would
also
like
to
measure
the
success
by
getting
feedback
from
50
people
that
have
read
the
magazine.
This
could
be
done
by
inserting
a
survey
into
the
pages
of
the
magazine
and
respondents
can
send
back
their
opinions
and
questions
after
filling
in
the
survey.
With
these
results,
our
magazine
can
be
held
accountable
for
doing
what
we
set
out
to
do.
• Once
these
individuals
read
the
magazine,
ensure
that
they
continue
to
read
it.
To
measure
Tuck
and
Tape’s
success,
we
can
conduct
a
survey
to
the
readers
of
Tuck
and
Tape
asking
them
how
they
heard
about
Tuck
and
Tape,
whether
or
not
they
recommended
it
to
anyone,
if
it
was
helpful,
how
many
issues
they
read,
if
they
passed
along
the
magazine
to
anyone,
and
if
they
will
purchase
future
editions
of
the
magazine.
The desired outcomes for the secondary audience are as follows:
10
• Make
sure
that
the
secondary
audience
is
relaying
positive
information
to
the
primary
audience
about
our
magazine.
o The
information
that
the
secondary
audience
tells
the
primary
audience
needs
to
be
helpful
and
positive
so
the
primary
audience
feels
compelled
to
read
the
magazine.
• Making
sure
that
they
are
serious
about
sharing
the
magazine
with
the
primary
audience
and
explaining
the
importance
of
a
magazine
such
as
ours,
as
it
is
the
only
magazine
of
its
kind.
• These
will
be
harder
to
measure
but
our
secondary
audience
will
have
only
good
intentions
when
it
comes
to
their
friends
and
family
members
in
the
primary
audience.
They
have
no
reason
to
relay
negative
information
regarding
Tuck
and
Tape.
But
we
could
conduct
a
survey
through
the
magazine,
or
on
our
blog,
Twitter,
and
Facebook
sites.
This
survey
would
be
directly
targeted
to
the
secondary
audience
asking
if
they
have
recommended
the
magazine
to
a
member
of
the
transgendered
community.
The
desired
outcomes
for
the
additional
secondary
audience
are
as
follows:
• I
need
this
group
of
people
to
be
aware
of
Tuck
and
Tape
and
have
Winnipeg
media
write
and
talk
about
our
magazine
to
create
buzz.
• Using
this
audience,
our
editors
want
our
magazine
to
be
shown
in
the
Winnipeg
Sun
and
the
Winnipeg
Free
Press
three
times
each
and
announced
on
various
radio
stations
five
time
a
day
leading
up
to
the
launch
period.
This
is
what
we
are
working
towards,
but
we
realize
it
may
not
necessarily
be
always
plausible.
11
PR
strategy
(Action
Communication)
Based
on
the
situation
analysis
and
desired
outcomes
of
Tuck
and
Tape,
the
following
is
a
list
of
proposed
activities,
events,
and
strategies
that
are
designed
to
promote
Tuck
and
Tape.
Each
section
includes
an
action
and
communication
component.
News
Releases
and
Pitch
Letters
to
the
Media
§ Pitch
letters
will
be
sent
to
the
local
media
to
alert
them
that
Tuck
and
Tape
will
be
coming
out
and
is
Winnipeg’s
only
magazine
directed
to
the
transgendered
community.
These
pitch
letters
will
be
sent
to
television
and
radio
stations
like
Citytv,
CTV,
Global
TV,
KICK-‐FM,
CJUM-‐FM,
HOT
103,
Power
97,
and
QX
104.
As
well
as
newspapers
local
papers:
Winnipeg
Free
Press,
Winnipeg
Sun,
The
Uniter,
the
Manitoban,
and
The
Projector.
The
pitch
letters
will
invite
reporters
to
our
magazine
fair
and
ask
them
to
write
or
announce
the
fair
and
create
buzz
relating
to
our
magazine.
The
pitch
letters
will
concentrate
on
the
niche
market
our
magazine
targets
with
quotes
from
the
creators
of
Tuck
and
Tape
that
will
be
used
in
the
news
releases
and
pitch
letters.
§ The
pitch
letters
need
to
encourage
the
reader
to
check
out
Tuck
and
Tape’s
Facebook
page
and
see
what
they
are
about.
§ The
news
releases
will
be
sent
out
to
the
media
outlets
and
the
pitch
letters
will
be
addressed
to
individual
journalists
and
radio
personalities.
An
example
of
each
being
Lindor
Reynolds
and
Ace
Burpee.
Both
the
news
releases
and
the
pitch
letters
will
provide
specific
details
on
Tuck
and
Tape.
Knowing
their
work
I
feel
they
would
be
appropriate
media
persons
to
contact
to
run
the
story
of
the
magazine
launch.
The
angle
of
my
pitch
would
be
that
an
edgy
new
magazine
is
being
launched
and
all
of
Winnipeg
should
know
about
it
because
it
is
targeted
towards
a
specific
niche
audience.
Leading
up
to
the
magazine
fair,
we
want
to
be
mentioned
five
times
a
day
on
any
given
radio
station,
on
at
least
five
televised
newscasts
or
webcasts
in
total,
and
to
be
written
about
in
at
least
three
newspapers
by
the
magazine
fair
date
which
is
March
31,
2011.
Poster
Placement
§ The
posters
that
we
will
be
putting
up
will
be
put
on
bulletin
boards
in
high
traffic
areas
such
as
post-‐secondary
institutions.
These
high
traffic
areas
could
include
information
boards,
in
libraries,
and
near
cafeterias.
These
posters
will
also
be
posted
on
poles
and
certain
places
in
the
Exchange
District
and
in
Osborne
Village.
A
good
place
to
hang
these
posters
are
at
the
places
that
our
primary
and
secondary
12
audience
may
hang
out,
like
the
Rainbow
Resource
Centre,
Gio’s,
Club
200,
and
LGBTTQ
clubs
around
Winnipeg.
§ The
posters
will
advertise
the
magazine
fair
and
mention
the
upcoming
launch
date
of
Tuck
and
Tape,
which
will
be
between
May
28
and
June
5,
2011.
§ The
posters
will
have
to
be
attractive
looking
so
they
will
not
be
overlooked.
There
is
a
chance
that
they
might
be
overlooked
because,
often,
bulletin
boards
are
loaded
with
a
lot
of
information.
§ Throughout
the
month
of
March,
we
will
hand
out
small
postcard-‐size
advertisements
for
Tuck
and
Tape
as
a
guerrilla
campaign,
advertising
the
magazine
fair
at
pubs,
LGBTTQ
support
centre,
post
secondary
institutions,
restaurants,
and
coffee
shops.
This
will
plant
the
idea
of
the
magazine
into
the
heads
of
Winnipeggers
and
the
card
will
serve
as
in
invitation
to
the
magazine
launch
and
will
have
on
it
the
Twitter
address
and
the
Facebook
page
of
our
magazine.
The
Twitter
and
Facebook
accounts
have
yet
to
be
set
up.
§ The
creators
of
Tuck
and
Tape
will
also
be
printing
flyers
that
will
be
distributed
in
LGBTTQ
organizations
like
the
Rainbow
Resource
Centre,
as
well
as
in
coffee
shops
and
pubs
in
Winnipeg’s
Exchange
District
and
Osborne
Village.
We
want
to
send
out
and
post
500
flyers
and
posters
by
the
magazine
fair
date.
Facebook
§ Create
a
Facebook
page
for
Tuck
and
Tape
and
encourage
members
and
groups
in
the
LGBTTQ
community
to
join.
13
§ The
Facebook
account
will
be
used
for
the
status
updates
and
posting
pictures
and
downloadable
content.
§ Upload
photos
of
Tuck
and
Tape
editorial
members
and
photos
of
each
issue
of
the
magazine
and
various
photo
shoots
for
the
magazine.
§ The
Facebook
page
will
be
updated
no
less
than
five
times
per
week
and
both
accounts
will
be
set
up
one
month
before
the
magazine
fair.
§ Use
Facebook’s
wall
feature
as
a
platform
for
community
building
around
Tuck
and
Tape.
§ Research
is
being
conducted
by
us
to
determine
which
businesses,
people,
and
organizations
we
want
to
be
friends
with
and
‘like.’
Invitations
will
be
sent
to
people
and
groups
that
we
are
friends
with
to
be
friends
with
Tuck
and
Tape.
§ By
March
31,
2011
we
want
to
have
100
followers
on
Twitter
and
100
‘likes’
on
our
Facebook
page.
§ Mention
our
Twitter
page
as
well
as
our
website
in
our
page
information.
Website
§ Create
a
website
for
Tuck
and
Tape.
§ On
the
website,
provide
in
depth
detail
as
to
what
Tuck
and
Tape
is
all
about,
what
they
want
from
the
community,
and
why
a
magazine
for
the
transgendered
community
was
created.
§ Offer
video
and
photo
content.
§ Include
bios
of
Tuck
and
Tape’s
editorial
board
members.
§ Provide
links
to
Tuck
and
Tape’s
Twitter
and
Facebook
pages.
§ Have
a
space
to
allow
readers
to
voice
opinions,
tell
their
stories,
give
feedback
on
the
site
and
magazine,
and
to
contact
Tuck
and
Tape
editors.
Partnerships
§ We
will
create
a
partnership
with
an
LGBTTQ
organization
for
promotion
and
so
they
will
carry
our
magazine
and
create
publicity
for
Tuck
and
Tape.
o The
Rainbow
Resource
Centre
in
Winnipeg
would
be
a
great
organization
to
partner
with
because
it
is
the
home
base
for
Winnipeg’s
LGBTTQ
community.
Tuck
and
Tape
would
want
to
partner
with
the
Rainbow
Resource
Centre
because
we
want
access
to
their
audience,
the
transgendered
community,
which
is
our
primary
audience.
o A
pitch
email
or
letter
would
be
sent
to
the
Rainbow
Resource
Centre
discussing
a
possible
partnership
and
a
partnership
package
sent.
o The
partnership
package
could
include
a
free
½
page
advertisement
in
Tuck
and
Tape’s
inaugural
issue
and
two
¼
page
ads
in
the
next
two
issues
with
permission
to
place
our
magazine
in
their
establishment.
o Another
place
that
might
appeal
to
Tuck
and
Tape’s
primary
and
secondary
audiences
is
Gio’s.
To
get
them
on
board
with
the
magazine,
we
would
go
14
through
the
same
process
outlined
for
the
Rainbow
Resource
Centre.
The
partnership
search
will
be
ongoing
leading
up
to
the
launch
event.
Magazine
Launch
Since
Tuck
and
Tape
is
targeted
towards
the
transgendered
community,
magazine
editors
feel
that
a
launch
during
Gay
Pride
week
would
be
appropriate,
which
is
May
28
-‐
June
5
this
year.
§ Launching
the
magazine
during
this
time
is
a
good
idea
because
it
is
a
time
of
year
where
Winnipeg’s
LGBTTQ
community
gather
to
celebrate
gay
pride.
It
would
be
a
good
idea
for
Tuck
and
Tape
to
have
a
float
in
the
annual
parade.
§ During
Gay
Pride,
complimentary
copies
of
Tuck
and
Tape
will
be
given
out
while
supplies
last.
§ At
the
beginning
of
the
week,
a
launch
party
will
be
held
at
a
Winnipeg
bar
that
the
LGBTTQ
frequent,
such
as
Club
200,
Gio’s,
or
Fame
Nightclub.
§ There
will
be
performances
and
refreshments
at
the
launch
event.
§ After
the
launch,
Tuck
and
Tape
will
still
be
present
throughout
the
week
by
setting
up
a
booth
where
information
will
be
available
for
free
and
the
magazine
will
be
sold.
§ Tuck
and
Tape
will
encourage
communication
in
way
of
filling
out
comment
cards,
surveys,
leaving
comments
on
the
Facebook
page
15
Rationale
The
strategies
used
with
the
primary
audience,
members
of
the
transgendered
community,
target
these
individuals
through
social
media,
and
in
the
places
where
they
hang
out
like
at
school
and
LGBTTQ
organizations
throughout
Winnipeg.
The
primary
audience
is
likely
to
frequent
these
places,
and
in
targeting
them
in
these
places,
the
strategies
will
work
because
the
audience
is
guaranteed
to
encounter
posters,
ads,
and
write
ups
about
Tuck
and
Tape
at
some
point
throughout
our
advertising
campaign
leading
up
to
the
magazine
fair
and
launch.
Setting
up
posters
is
a
great
way
to
advertise
for
Tuck
and
Tape
because
it
is
relatively
inexpensive
compared
to
other
advertising
techniques
like
having
a
commercial
on
television.
Also,
if
we
set
up
the
posters
in
areas
our
primary
audience
frequents,
they
are
bound
to
start
having
the
idea
of
Tuck
and
Tape
engrained
in
their
minds,
especially
if
we
put
these
posters
up
in
high
traffic
areas
like
school
bulletin
boards
or
cafeterias.
The
transgendered
community
has
many
interests,
and
will
be
interested
in
reading
about
human
rights,
equality,
and
issues
that
relate
directly
to
the
transgendered
community.
Magazines
are
a
way
to
relax
and
get
informed
about
what
is
going
on
around
them,
and
people
choose
a
magazine
that
interests
us.
A
magazine
about
and
for
transgendered
individuals
will
be
something
that
is
of
interest
to
a
transgendered
person.
Members
of
our
target
audience
are
educated
and
like
to
be
informed
and
learn
new
things;
they
read
magazines
and
frequent
social
network
sites.
By
strategizing
to
have
articles
written
about
Tuck
and
Tape
in
Winnipeg
newspapers,
our
primary
audience
is
bound
to
see
something
of
the
magazine
fair
and
launch.
And
by
having
them
written
in
city
wide
newspapers
like
the
Winnipeg
Free
Press,
and
smaller
school
papers
like
The
Projector,
it
covers
all
the
paper
bases.
Since
the
primary
audience
is
very
knowledgeable
with
social
media,
such
as
Facebook
and
Twitter,
sending
invitations
to
the
fair
and
launch
over
these
sites
would
be
beneficial
to
us
in
terms
of
getting
an
active
audience
and
for
the
audience
to
receive
the
message.
This
also
gives
us
a
two-‐way
medium
which
helps
build
community.
By
partnering
with
the
Rainbow
Resource
Centre,
awareness
of
Tuck
and
Tape
is
generated,
and
it
allows
awareness
to
be
brought
to
the
issues
involving
transgendered
individuals
in
Winnipeg.
These
issues
can
be
as
serious
as
getting
bullied
because
you
are
transgendered
or
and
fun
as
how
to
find
the
right
dress
for
your
male
body.
The
secondary
audience,
trans
support
groups,
is
close
with
the
primary
audience.
What
we
need
to
do
is
get
the
idea
of
Tuck
and
Tape
planted
into
their
minds
so
they
will
spread
the
word
and
tell
their
transgendered
friends
and
family
members
about
Tuck
and
Tape.
16
Like
for
the
primary
audience,
setting
up
posters
where
they
hang
out
is
an
excellent
way
to
get
noticed
and
get
the
word
out
about
Tuck
and
Tape.
These
posters
will
serve
as
a
reminder
that
they
have
to
tell
their
friends
and
family
in
the
transgendered
community
about
the
new
Winnipeg-‐based
magazine
that
is
coming
out.
The
additional
secondary
audience,
the
media,
have
an
important
role
to
play
in
reaching
our
audiences
who
may
have
not
been
reached
in
other
ways.
The
media
have
the
ability
to
reach
large
audiences
and
attract
the
attention
of
many
people.
The
people
in
the
primary
and
secondary
audience
may
not
have
seen
the
posters
and
other
advertisements
about
Tuck
and
Tape
but
through
the
media,
they
will
become
aware
through
online
news
sources,
newspapers,
or
on
blogs.
17
Preliminary
Budget
Item
or
Task
Hours
Cost
Magazine
Fair 30
Condoms
$30.00
Cake
$30.00
Brochures
(count
100)
$120.00
Booth
rental
supplied*
Personelle
to
man
booth
no
cost*
Magazine
Launch 75
ϐ
Designing
&
building
$300.00
ϐ
no
cost*
ϐ
no
cost*
Party
at
Fame 12
Giveaways
$200.00
Entertainment
$500.00
Makeup 8 $30.00
Hiring
makeup
artist
no
cost*
ϐ 2
donated*
Evaluation 10
$50.00
Survey
sheets
(count
100)
Location
(RRC
Atrium) 2
no
cost*
18
Evaluation
The
evaluation
of
the
proposed
strategies
ensures
delivered
success.
We
have
ensured
that
people
will
attend
the
magazine
fair
and
eventually
the
launch,
by
advertising
in
high
traffic
areas
our
audiences
frequent,
by
having
stories
written
about
Tuck
and
Tape
in
newspapers,
and
from
buzz.
On
the
most
basic
level,
I
can
measure
audience
awareness
and
media
placements.
I
can
do
this
by
tabulating
how
many
news
releases,
brochures,
posters,
postcards,
newsletters,
etc.
go
out
during
Tuck
and
Tape’s
promotion
period
leading
up
to
the
magazine
fair.
Measurement
of
production
will
give
us
an
idea
of
our
productivity
and
output
of
Tuck
and
Tape.
Once
people
start
reading
Tuck
and
Tape,
it
is
crucial
they
continue
to
read
it.
A
survey
will
be
given
to
everyone
that
receives
a
copy
of
Tuck
and
Tape.
The
important
question
that
needs
to
be
asked
is,
“Will
you
buy
a
copy
of
Tuck
and
Tape
in
the
future?”
To
measure
audience
awareness
we
have
to
find
out
how
they
heard
of
Tuck
and
Tape
in
the
first
place.
We
will
measure
audience
awareness
through
survey
research
to
determine
whether
or
not
the
audience
remembers
the
message.
With
this
we
can
also
measure
the
attitudes
of
the
audience
and
their
action.
Exposure
of
our
message
can
be
measured
by
compiling
media
placements
in
print,
broadcast,
and
Internet
media.
§ After
the
event
we
will
measure
the
success
of
the
event
by
encouraging
attendees
to
fill
out
a
survey.
When
they
come
to
our
booth,
they
will
get
a
complimentary
copy
of
Tuck
and
Tape,
and
before
they
get
the
copy,
we
take
their
emails.
We
will
use
those
emails
to
send
out
an
electronic
survey
asking
what
they
liked
about
Tuck
and
Tape,
and
what
they
didn’t
like.
• With
all
the
promotion
Tuck
and
Tape
will
be
doing,
we
would
like
at
least
10
transgendered
individuals
to
come
to
our
booth
at
the
magazine
fair.
Having
this
many
people
come
to
the
fair
will
help
us
measure
the
success
of
Tuck
and
Tape
by
letting
us
know
that
the
word
about
our
magazine
got
out
and
depending
on
how
many
non-‐transgendered
people
attend,
we
can
start
to
measure
growing
awareness.
We
want
people
to
know
that
our
magazine
exists
and
that
it
contains
information
about
transgender
lifestyles.
To
measure
success,
we
will
get
feedback
from
50
people
that
have
read
the
magazine.
This
could
be
done
by
inserting
a
survey
into
the
pages
of
the
magazine
and
respondents
can
send
back
their
opinions
and
questions
after
filling
in
the
survey.
With
these
results,
our
magazine
can
be
held
accountable
for
doing
what
we
set
out
to
do.
19
• Tuck
and
Tape
will
measure
the
success
of
the
use
of
social
media
and
website.
This
is
measured
in
different
ways.
On
the
blog
we
can
see
how
many
hits
we
have
gotten,
on
Facebook
how
many
likes,
and
for
Twitter
how
many
retweets.
For
all
of
these
what
can
be
measured
the
same
are
comments
left
and
the
number
of
followers.
These
will
help
us
see
how
are
readership
base
is
and
what
they
think
about
Tuck
and
Tape.
• Buzz
regarding
the
parade
float.
This
will
be
measured
by
how
times
it
has
been
mentioned
on
Facebook
or
‘liked’
and
for
Twitter
how
many
times
a
particular
hashtag
has
been
used.
Example:
#tuckandtapefloat.
o Survey
questions
could
include,
§ How
did
you
hear
about
Tuck
and
Tape?;
§ Have
you
recommended
Tuck
and
Tape
to
anyone?;
§ Did
you
find
Tuck
and
Tape
to
be
helpful
in
any
way?;
§ What
was
helpful,
what
wasn’t?;
§ Do
you
identify
as
transgender?;
§ Will
you
read
Tuck
and
Tape
again?
• Evaluate
feedback
from
the
Rainbow
Resource
Centre
regarding
the
partnership.
We
want
to
know
how
they
feel
about
the
partnership
and
if
they
feel
they
are
getting
anything
out
of
it.
We
can
find
out
whether
the
Rainbow
Resource
Centre
has
seen
an
increase
in
transgender
clientele
and
if
they
have
seen
an
increase
of
interest
on
the
subject.
After
the
launch
Tuck
and
Tape
can
also
measure
how
the
partnership
is
working
for
them
but
looking
at
the
profit
margin.
20
Kunzelman Kommunications
Tuck and Tape
160 Princess Street
Winnipeg, MB R3B 1K9
NEWS
RELEASE
WINNIPEG’S
FIRST
TRANSGENDER
MAGAZINE
BEING
LAUNCHED
WINNIPEG,
March
1,
2011
–
An
edgy
new
magazine
is
being
launched
in
March
with
a
drag
queen
featured
on
the
cover.
Four
students
at
Red
River
College
of
Applied
Arts,
Science
and
Technology
(RRC)
have
created
Tuck
and
Tape,
a
magazine
for
the
college’s
annual
magazine
fair,
which
is
scheduled
for
March
31,
2011.
Judy
Braun,
one
of
the
creators
of
Tuck
and
Tape
says
“We
came
up
with
the
idea
while
thinking
of
niche
market
that
needs
to
be
filled
in
Winnipeg.
There
is
Outwords
magazine
for
the
LGBTTQ
community,
but
it
doesn’t
have
a
strong
transgender
focus.”
Tuck
and
Tape
will
bring
attention
to
issues
surrounding
the
transgender
community
and
provide
them
with
an
outlet
to
express
themselves
and
read
about
other
people
in
the
community.
Since
Tuck
and
Tape
is
targeted
towards
the
transgender
community,
Tuck
and
Tape
will
be
launched
during
Gay
Pride
week,
May
28
-‐
June
5,
2011.
Creative
Communications
students
Chuka
Ejeckam,
Daniella
Ponticelli,
Judy
Braun,
and
Laura
Kunzelman
created
the
magazine
as
a
school
project
but
are
considering
launching
it
to
the
public
on
a
trial
basis
to
see
how
the
transgender
community
take
to
the
idea.
“We
feel
that
sometimes
the
‘T’
gets
lost
in
LGBTTQ,
and
we
want
to
bring
awareness
to
the
transgender
community,”
says
Ponticelli.
About
Tuck
and
Tape
Tuck
and
Tape
is
Winnipeg’s
first
magazine
that
is
targeted
towards
Winnipeg’s
transgendered
community
and
is
based
out
of
Red
River
College’s
newsroom.
Launched
in
2011,
Tuck
and
Tape
offers
tips
and
stories
about
transgender
lifestyle.
For
more
information
about
the
magazine,
visit
our
website
at
www.tuckandtapemagazine.ca.
-‐30-‐
For
more
information,
please
contact:
Laura
Kunzelman
Public
Relations
Officer
(204)
688-‐7258
21
laura@kunzelman.ca
22